Brainwashing techniques - Methods used to alter or try to control what a person is thinking. In advertising it is used to entice consumers to accept and advert's message uncritically, Consumer behaviour - The study of all the activities associated with the purchase and use of goods and services, Subliminal messages - Stimuli that are not perceived consciously. n advertising such messages may be presented quickly or hidden so a consumer is not aware of them, Bandwagon effect - Behaviour change or purchasing decisions can result from the perception that everyone else is doing it, Social proof - In situations where we are not sure what to do or believe, we may look to other people for guidance because we think the others are better informed., 3 words we should use when talking about SLT? - Model, observe, imitate, What is classical conditioning? - Learning through association, What is operant conditioning? - Learning through consequences, Neuromarketing - The application of the scientific study of the brain to marketing, Scanning techniques - methods used to investigate the brain and other parts of the body, The 4 scanning techniques are? - fMRI, EEG, Eye tracking, Facial coding, fMRI - Measures brain activity (blood oxygenation). Watch advert while fMRI builds 3D map of most active areas, which area is the buy button, EEG - Brain's electrical activity recorded via electrodes on skull, brain wave shown on screen. COnvenient but only brain surface assessed, portable so used in natural environments, Eye-tracking - Monitor eye movements as consumer looks at product of advert. Records the aspects that attract attention. Can use virtual reality (e.g. simulated shop), Facial coding - Facial expressions correlated with advert,

Consumer behaviour

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